Essays about: "orientation, global marketing"

Showing result 1 - 5 of 9 essays containing the words orientation, global marketing.

1. 1. Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study

   University essay from Umeå universitet/Företagsekonomi

   Author : Margot Descouens; Valentine Gerbault; [2021]
   Keywords : femvertising; social brand activism; purplewashing; Generation Y; social media; Instagram; cosmetics industry;

   Abstract : In recent years, femvertising has become a new issue of interest for companies, specifically in areas targeting women. Indeed, some companies in the cosmetics industry, such as Dove - a pioneer in the field - have been addressing the representation of women in advertising by tackling issues of equality, inclusiveness, and self-acceptance. READ MORE

3. 2. The real [estate] customer experience journey

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Tobias Ehrs; Hampus Lindfors; [2018]
   Keywords : Customer experience; customer experience journey; customer experience management; real estate; complex durable goods; millennials; Business and Economics;

   Abstract : Title: The real [estate] customer experience journey - a study of customer experience journeys within the Swedish real estate industry Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master Level Authors: Hampus Lindfors & Tobias Hansson Ehrs Seminar date: 2018-06-04 Keywords: Customer experience, customer experience journey, customer experience management, real estate, complex durable goods, millennials. Purpose: The purpose of this study is to analyze how millennials perceive the customer experience journey of purchasing newly built apartments, and also to suggest appropriate ways to innovate and improve the customer experience journey within the real estate sector. READ MORE

4. 3. Hidden Power: Content Marketing as a part of global business strategies of Westen companies in the Russian environment

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Rustam Khudododov; Alexandra Kim; [2017]
   Keywords : Content marketing strategy; content marketing; content marketing steps; content marketing pyramid; consumer orientation; consumer features; consumer behavioural model; Western companies; Russian environment.;

   Abstract : International companies face many challenges when operating in foreign country markets, as a new environment could be absolutely opposite to the one of the home market, which the companies are used to. One of the biggest issues for a company in the foreign market is to understand how to market its product and make it more appealing to the audience. READ MORE

5. 4. Wag the WeiWei - A US boot in the Asian door

   University essay from Lunds universitet/Statsvetenskapliga institutionen

   Author : Tobias Hörnlein; Tova Halldén; [2013]
   Keywords : hard power; foreign relations; China; Asia Pacific; international politics; new media; public diplomacy; publicity diplomacy; propaganda; Realpolitik; soft power; US; Law and Political Science;

   Abstract : The growing interdependence and interconnectedness of the global community set the pace and frame for the evolution of foreign policy. Diplomacy formerly being the reserve of international communication has consequently been forced to change and branch out. READ MORE

6. 5. Internal Branding in Multinational Firms : A gap analysis of internal stakeholder perceptions

   University essay from Institutionen för marknadsföring (MF)

   Author : JoAnna Caster; Dana Linnes; [2013]
   Keywords : internal branding; internal brand; international marketing; marketing strategy; stakeholder perceptions; internal marketing orientation; human resource management; country of origin;

   Abstract : Authors: JoAnna Caster & Dana Linnes Tutor: Setayesh Sattari Title: Internal Branding in Multinational Firms- A Gap Analysis of Internal Stakeholder Perceptions Background: As globalization increases, the topic of internal branding has grown in popularity, particularly as a way for firms to secure a competitive advantage in the global marketplace. The topic is quite new however, and there are many aspects that have not been fully explored, including the influence of internal stakeholder perceptions on a firm’s internal brand and related support activities. READ MORE